From USP to UPS

From USP to UPS

In my previous blog, “How to sell when you have no USP”, I explained how marketing has moved from the concept of the USP on to the feature/benefit approach.  How it then went from product-centric marketing to consumer-centric marketing.  And how this led to the next...
How to sell when you have no USP

How to sell when you have no USP

In my previous post “Stop telling people about your USP – you don’t have one” I argued that the whole concept of the Unique Selling Proposition has become an anachronism in today’s overcrowded marketplaces – it’s almost impossible to establish even a tiny point of...
Telling stories all the way to the bank

Telling stories all the way to the bank

When your business is called “stories that sell” it’s pretty obvious that you think stories can sell.  And over recent weeks there has been a crop of….err, stories, that suggest this is indeed the case. Where there’s muck, there’s brass Take News of the World.  They...
Poor spelling makes you poor – official

Poor spelling makes you poor – official

In an earlier blog “Spelling.  Who cares wins” I suggested that poor spelling could seriously harm your brand.  So I was delighted to read a report out today that suggests the effect can be instantaneous, easily quantifiable, and hugely expensive. In terms of lost...